據外媒TechCrunch爆料，Snap去年曾悄悄收購一家名爲Th3rd的3D營銷方案商。

資料顯示，Th3rd成立於2014年，總部位於荷蘭阿姆斯特丹，其業務主要是3D掃描、3D建模，爲品牌和零售商提供批量產品數字化、3D化方案，應用場景包括商品預覽、動畫、數字演示、移動應用、AR/VR等等。此前，該公司曾與阿迪達斯合作，爲2500多雙球鞋創建了3D數字化方案。

目前Snap已經證實本次收購，並透露在收購完成後，Th3rd團隊的4名成員已加入Snap。除此之外，並未透露本次收購的規模，以及收購的目的。據了解，Th3rd技術已用於增強Snap的AR業務，比如前不久推出的AR企業服務ARES。

ARES服務的目的是爲品牌客戶提供更好的AR能力，包括在官網、App接入Snapchat AR濾鏡，用於3D可視化、AR試穿等場景。此前，Snap的AR營銷主要集中在自家應用Snapchat中，而現在通過AR企業服務，也允許客戶在自己的平台上引入Snapchat濾鏡。與Snapchat AR濾鏡不同的是，這些濾鏡可看作是WebAR，在網頁端即可運行，無需跳轉至Snapchat。

近年來爲了推動AR可視化等業務，Snap持續收購AR相關公司，除了Th3rd外，還包括WaveOptics、Fit Analytics、Vertebrae、Forma等等。很明顯，Snap看到了AR可視化的潛力，其在此前的研究中曾預測，2023年AR零售市場價值將達到1.2萬億美元。

而且，自2021年以來，已經有2.5億用戶使用Snapchat AR濾鏡，超過了該應用一半的日活用戶。不只是Snap，亞馬遜、Pinterest、谷歌等其他公司也开始探索AR試穿的前景。而MAC、Ulta Beauty、American Eagle、Puma、Chanel、Walmart、LVMH等客戶，也开始通過合作來採用AR營銷。

Snap acquires Adidas solution partner to push AR business

Recently, according to foreign media TechCrunch exposure the news that Snap had quietly acquired a 3D marketing solution provider named Th3rd last year. It is reported that Th3rd was founded in 2014, based in Amsterdam, the Netherlands, its business is mainly 3D scanning, 3D modeling, to provide brands and retailers with bulk product digitization, 3D solutions, application scenarios including product preview, animation, digital presentation, mobile applications, AR/VR and so on. Previously, the company has worked with Adidas to create 3D digitization solutions for more than 2,500 pairs of sneakers.

Snap has now confirmed the acquisition and revealed that four members of the Th3rd team have joined Snap after the acquisition was completed, but otherwise did not disclose the size of the acquisition or the purpose of the acquisition. It is understood that Th3rd technology has been used to enhance Snap's AR business, such as ARES, an AR enterprise service launched recently.

The ARES service aims to provide brand customers with better AR capabilities, including access to Snapchat AR filters on official websites and apps for 3D visualization, AR try-on and other scenarios. Previously, Snap's AR marketing was mainly focused in its own app Snapchat, but now through AR Enterprise Service, it also allows customers to introduce Snapchat filters on their own platforms. Unlike Snapchat AR filters, these filters can be seen as WebAR and can be run on the web side without the need to jump to Snapchat.

In recent years, in order to promote AR visualization and other businesses, Snap has continued to acquire AR-related companies, including WaveOptics, Fit Analytics, Vertebrae, Forma, and others, in addition to Th3rd. It is clear that Snap sees the potential of AR visualization, and its previous research has predicted that the AR retail market will be worth $1.2 trillion in 2023.

And, since 2021, 250 million users have used Snapchat AR filters, more than half of the app's daily users. Not only Snap, but other companies such as Amazon, Pinterest, and Google are also beginning to explore the prospect of AR try-ons. And clients such as MAC, Ulta Beauty, American Eagle, Puma, Chanel, Walmart, LVMH, and others are beginning to adopt AR marketing through partnerships.

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